Management guru, Rick Kash, shares the strategy turned to McDonald's and Best Buy.
Rick Kash, founder and CEO of The Cambridge Group, has some advice for companies: forget about your product, think about your clientes.Kash has opened a new opportunity to capitalize on demand.
In the book How companies win , poses with David Calhoun, co-author and CEO of Nielsen, the idea of \u200b\u200blooking for customers who generate higher returns.
Based on the theory advanced in his earlier work The new law of demand and supply , management guru then share the strategies with companies such as Hershey's, McDonalds, Groupon Anheuser-Busch, Allstate and Best Buy has transformed its business model to the customer.
know the demand makes the difference
- What is your proposal based on demand? The world has grown in the chain supply, so we took 30 years to understand how to reduce costs from production efficiencies and increased supply. Large companies compete to offer, but gain in demand, so we have to meet the demand.
This involves manufacturers, distributors, wholesalers, retailers and the entire company to the consumer. Understand the demand to create new strategies for competitive differentiation, and it is fair to understand the needs of the market that companies can grow.
- How out from the demand side?
In this market competes with value by offering products that meet unmet demand, sold at higher prices to increase profitability.
From that perspective, the application creates efficiency and benefit for all, because it reduces stocks of merchandise, move only the necessary people and working capital decreases because the retailers buy only the right products.
- How can we know the market needs?
Today we have to understand how to buy to sell, because consumers' needs depend on your condition and lifestyle.
demand chain, unlike the supply, said customers' purchases at this store if you have the brand you want, the range you're looking for and thought of you package. " Thus, the client receives exactly what you want.
consumer optics
During his visit to Mexico for the presentation of his latest book, Rick Kash says that the secret to attracting new markets is to meet the demand insatisfecha.En this new scheme, 'the winners' are those that meet the demand better than their competitors.
- How to know what the customer want?
To attract the market you must know the needs and missions of the consumer. That is, the uses and experiences that give meaning to their needs.
The mission explains why buyers demand a certain category of products.
demand today comes in three flavors: strawberry, vanilla and chocolate, and this does not mean that consumers want a Neapolitan. They know what they want but sometimes do not know how to express it.
Even if offered, they buy insurance. The customers did not request an IPAD or Budweiser Light, but it was what they wanted.
Secret to develop a brand
- Will emerging demand can guess? guess not, but you can predict. The emerging demand is the need that is just beginning to peek and can be detected in your own segments or other products.
The secret is to watch what people want to achieve, so that after a thorough investigation can design a brand new or add value to an existing one.
For example, when consumers began looking for a healthy eating style, a pet supply store sensed that if the owners were eating healthy in the future buy healthy food for their pets, knowledge that the company grew exponentially.
- Is how to detect the insights of the buyers?
is different. Previously it was believed that when a store opened its doors, advertisements for products that people would go in alone to buy.
The insights, beliefs and perceptions of customers complement to their needs or missions, and together set the tone for the manufacture and supply store. With new technologies we can get information from more people.
- So the customer drives the global economy?
Indeed. They have information 24 hours, seven days a week. Living with permanent access to anyone at the time they wish. Today they know what they want.
The challenge of marketing
Rick Kasch said that accuracy is the fifth 'P' of marketing, which adds four strategic pillars: product, place, pricing and promoción.Ser need is the secret to design business strategies that lead to your business to exponential growth, where the vehicle is the collaborative networks and technology.
- Why be accurate is key in business?
live in a world where we can get accuracy to get on the car by turning on the GPS , that immediately tell me how to get to where I want to go.
We are in the internet world, Google and Yahoo, where with a click you get the information you want. We are customers and consumers that require precision and use to get what we want.
Consumers want to find the right brand at the right price at the right store, at the right time with the label correct.
That is precisely, and means that you, the manufacturer, the retailer and the whole company should understand what consumers want, so you have to align the infrastructure, business and resources to demand. That is the challenge of marketing . Ponte
customer's eyes
Rick Kash understand the differences in accuracy for large and small businesses. Thus when talking about whether the marketing challenge is the same for all companies, he believes that small changes can make a new economy
.- "The same applies to small companies?
Large companies move very slowly because they have a large number of decision makers. Small companies are more nimble and quick.
As is the case Groupon, a company founded three years ago (which just arrived in Mexico) and offers online discount coupons and worth more than $ 1 trillion. What they did was to understand the customer and allocate resources in the right place to win and expand.
In my opinion, small businesses are those that can make the switch to this new economy . Just continually ask: I can change as fast as my customers change?
- How do you wake up the creativity?
A large number of companies look to their customers through the eyes of the business and say "what I do are shoes." What they really need is to look at your business through the eyes of its customers. They will tell you what to buy.
The main tool is an internet company, letting you know what is happening in China, Poland, U.S., worldwide. To meet the demand looks around you and to other lines of business.
That made Google to beat Microsoft, Google and Facebook, and Twitter with Facebook. This world is for people who have a good idea and are able to take care to make it the largest company in the world.
03/05/2011
